What the heck is a submark?
A submark is a secondary logo for use in applications where the original logo doesn’t work as well as you would like. It is based on the original logo in look and feel, therefore consistent with your brand. A submark is generally a simplified version of your logo that can be easily used at smaller sizes. Below is an example of a primary logo and a submark that was created for Afonza during their branding process.
We use logos on a variety of different media. Most of the time the original brand logo is the best way to go. Every graphic designer you speak to will preach consistency when it comes to your brand. But what happens when you need to size your horizontal logo to fit in a small square? Is it still legible? Are the shapes still visible? Is it still a good, at-a-glance representation of your company? If not, a submark can come in handy.
Designed to fill a smaller area without losing the overall feel of the original design, a submark has a definite place in your brand toolbox. It may include an abbreviated version of the business name, initials, or just a graphic that represents the company. Often a graphic is pulled from the primary logo to use for this purpose, as seen in the example below for Union Diamond.
Submarks in Digital Marketing
Whether you like it or not, online and social media marketing is a part of the business world that continues to grow. Sites like Facebook and Instagram have very specific size restrictions for their graphics and you want your logo to look just as good when working within these guidelines. A submark can be a much more effective signifier to use in these applications.
Submarks in Print Marketing
Smaller print pieces can also benefit from a submark. For example, consider a client with a fairly long business name that needs a small sticker to use in their product packaging. A submark would fit the sticker dimensions and be much more effective. It works with their branding without sacrificing quality and readability.
If simply sizing down your original logo doesn’t work, a submark is the answer.
How do I Have a Submark Created?
If you are in the process of having a logo created for your company, your designer should suggest a submark to you during the final stages. If you’re not sure, ask them! Annatto includes submarks in all logo packages unless it’s apparent that one is not necessary. Just like your primary logo, it should be delivered in all appropriate file types. Not sure what file types you should receive? Read more about how Annatto handles this here.
If you already have a solid brand but you need a submark created, a designer can take your established brand elements and create a submark that works with your brand.
Including a Submark in your Style Guide
In addition to including submarks in our logo packages, we also include them in any corresponding style guides that are created. The submark should use the same color palette that has been created for the overall brand, but the size guidelines will differ. A style guide is an important document to have and use as you deploy your brand. It keeps everyone on the same page and ensures that you have consistency throughout your marketing pieces.
Is your brand in need of a submark? Contact Annatto to get one in the works.